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Strategic Marketing Under Uncertainty

What level of uncertainty does your business fall under?

Online Marketing Whitepaper Downturns reveal a company’s weaknesses. When times are good, a company has a built-in buffer for errors in decision-making, budget allocation, leadership, and strategy. In a form of business-karma, these errors come back in a big way when times are tough.

No wonder the majority of businesses are marketing reactively, says Johnny Chan, CMO of eBoost Consulting. They never planned for the downturn, they don’t plan while in the downturn, and they won’t be ready for the upturn. Sound like a recipe for failure? It is. Companies that fail to get it together will fail altogether. And cutting costs in marketing isn’t always the answer.

Applying Hugh Courtney’s four-part framework for strategic decisions, Chan explains in a recent interview how companies can catch up and get ahead.

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